Launch Marketing

APRIL 19, 2023

The B2B market continues to grow and fill with competitors, so it’s essential that your marketing is supportive of the buyer’s journey. Powerful customer marketing that engages audiences and drives home your unique value proposition can be a differentiator edge in a crowded market.

Top of Funnel 118

Top of Funnel Tactics B2B Marketing Work Management 118

Content Standard

JUNE 3, 2022

Do you offer content that educates your customers about your market and/or make sense of the various solutions available to them? More specifically, it’s the degree to which you’re removing friction, information overwhelm, and unnecessary steps from the buyer journey.

Content 95

Content Differentiation Communities Newsletter 95

Hinge Marketing

JANUARY 5, 2023

Inbound content marketing is a marketing strategy that involves creating and sharing valuable and relevant content with a target audience for the purpose of educating them on your individual/corporate expertise and capabilities. Potential buyers want to understand your firm’s unique perspective. What is Inbound Content Marketing?

Paid Content 134

Paid Content Top of Funnel Content Marketing Planning 134

Oktopost

SEPTEMBER 14, 2023

Buyers in the pandemic entered an era of ease, convenience, and reduced interaction, leaving them less inclined to engage with salespeople. Instead, buyers want a greater connection with brands, and, most importantly, buyers don’t want to be sold to, they want to be educated. Jump Ahead What is an MQL?

Lead Ranking 69

Lead Ranking Marketing Qualified Leads MQL Lead Scoring 69

Mereo

MARCH 21, 2024

Yet, sellers add friction to the modern buying journey, too — and this is where your selling team has influence and where I want to focus your efforts ahead. Sellers complicate buyer’s lives when … They push their solution before buyers fully understand their pains. Buyers do not need salespeople.

Buy 41

Buy B2B Thought Leadership Multi-Channel Sales Cycle 41

Mereo

AUGUST 20, 2020

Sales Enablement Element 1: Buyer Journey–Aligned Sales Process. If your sales process does not sync with your buyer journey, your sales enablement program will not work. Training content should include education on the buyer (e.g. value proposition, differentiation), sales skills (e.g. End of story.

Ideal Customer Profiles 67

Ideal Customer Profiles Cross-Selling Marketing Proposals Buyer's Journey 67

Oktopost

SEPTEMBER 14, 2023

Buyers in the pandemic entered an era of ease, convenience, and reduced interaction, leaving them less inclined to engage with salespeople. Instead, buyers want a greater connection with brands, and, most importantly, buyers don’t want to be sold to, they want to be educated. Jump Ahead What is an MQL?

Lead Ranking 62

Lead Ranking Marketing Qualified Leads MQL Lead Scoring 62

Heinz Marketing

MAY 17, 2023

It’s a constant battle to differentiate yourself, capture interest, and maintain it. However, achieving personalization at scale can be challenging, especially as B2B buyers become increasingly anonymous and elusive. So, how do you win in this crowded arena? The answer lies in personalization.

Analytics 52

Analytics Automation Personalization Optimization 52

Heinz Marketing

MAY 17, 2023

It’s a constant battle to differentiate yourself, capture interest, and maintain it. However, achieving personalization at scale can be challenging, especially as B2B buyers become increasingly anonymous and elusive. So, how do you win in this crowded arena? The answer lies in personalization.

Analytics 52

Analytics Personalization Automation Case Studies 52

Onalytica B2B

NOVEMBER 12, 2018

There’s no denying that the attributes of a B2B buyer differ greatly from a B2C consumer’s. B2B buyer journeys are much longer and more complex with a higher average purchase price, compared to buyer journeys in B2C which tend to be much shorter, more impulsive and lower value purchases.

Top of Funnel 189

Top of Funnel B2B Thought Leadership B2B Thought Leadership 189

PathFactory

JUNE 23, 2022

I have always experienced immense satisfaction and joy from helping clients solve and simplify their complex content challenges, align their content strategy to business strategy, and transform their content engines into competitive differentiators. Content fuels a significant part of the buyer journey. Let’s face it.

Forrester 59

Forrester Research B2B Content 59

PathFactory

MARCH 4, 2021

You want buyers to jump from one rock to the next one and so on and you want to lay out the path in a very clear way. Below, you will see how you can leverage content and lay out the path to revenue for 4 different buyer journeys: Intent and engaged: Your target accounts showed intent and they are engaging with you.

Top of Funnel 111

Top of Funnel Account Based Marketing Paid Search Agency ABM 111

SmartBug Media

JULY 28, 2023

Creating a Value Proposition By clearly articulating the unique value that a product or service offers to customers, a value proposition can effectively communicate why potential buyers should choose your offering over competitors. This helps to differentiate your brand and create a strong selling point.

Conversion Rate 98

Conversion Rate Lead Ranking Tactics Ideal Customer Profiles 98

Zoominfo

FEBRUARY 23, 2021

In other words, sales intelligence solutions educate you on industry-specific talking points for every contact and industry before you communicate with them. At this point in the process you should be able to determine the company, buyer, motivator, and added value to create a well-rounded idea of any given buyer journey.

Sales Management 208

Sales Management Top of Funnel Ideal Customer Profiles Cold Calling 208

Strategic-IC

SEPTEMBER 20, 2022

Use this time to bolster your teams, differentiate your voice, and figure out what your brand has to offer that competitors lack. This initial groundwork is like the fuel to your overarching program – without it, you’ll break down just as the journey is getting started. Remove the friction in the buyer's journey.

Account Based Marketing 62

Account Based Marketing ABM Tips Marketing Analytics Tools 62

ANNUITAS

OCTOBER 8, 2015

Look to educate and not just qualify: Demand generation is about more than just qualifying leads. Strategic demand generation also seeks to educate buyers. Many buyers know their problems, but are unaware of solutions or approaches that may exist to solve their problems.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

Tiecas

MARCH 21, 2024

The ‘Seller Beware’ Era: Buyers hold the power, dictating the pace and terms of engagement. Your marketing must enable buyers to self-educate, building confidence in your solutions long before a sales conversation happens. Your content needs to be technically sound, solution-oriented, and backed by data or proof points.

Tactics 75

Tactics B2B Marketing Webinar Metrics Marketing Strategy 75

Circle Studio

FEBRUARY 26, 2020

Creating a buyer persona requires research, surveys and interviews to determine demographic and background information like gender, age, family situation, education level, and job and income level. Does it accurately convey the company’s differentiators? Messaging Alignment. Does it communicate a real benefit to the customer?

Planning 88

Planning Effectiveness Lead Scoring Lead Ranking 88

PathFactory

MAY 20, 2022

You’re going to hear a lot about Revenue Intelligence over the coming years as we continue to see the differentiation between marketing-led and sales enablement solutions. Yes, Content Intelligence can help sellers sell but even more importantly it can help buyers buy. the sales enablement platforms (Seismic, Highspot, BigTinCan, etc.),

Top of Funnel 52

Top of Funnel Enterprise Management Work Management Marketing Management 52

Marketing Insider Group

SEPTEMBER 7, 2021

SaaS blogs should include content specific for each stage of the buyer journey. We can’t emphasize enough how difficult — but also essential — differentiating your blog is in the SaaS world. It’s important to note that retention is not only a stage of the buyer journey, but a really important one for SaaS companies.

Top of Funnel 61

Top of Funnel Product Work Management Marketing & Strategy 61

Kaon

JULY 23, 2018

With the right strategy, a salesperson can act with a plan: communicating product value and differentiation clearly and concisely. In 2017, Sirius Decisions reported that the number one challenge for B2B salespeople was (and still is) “their inability to communicate value differentiation.”

B2B Sales 113

B2B Sales Work Management Marketing Management B2B Marketing 113

The Lead Agency

OCTOBER 10, 2017

The most significant thing that differentiates B2B marketing from its B2C counterpart, is the length of the Buyer Journey. The fact that the key decision makers are not always the end user of the product or service makes the B2B Buyer Journey even more complex. DIRECTLY LOOKING. KNOW THEY ARE NOT INTERESTED.

Paid Content 59

Paid Content Work Management Marketing Management B2B Marketing 59

DealSignal

DECEMBER 28, 2021

These disciplines can include brand storytelling, differentiated messaging and positioning, account-based marketing, content marketing, digital marketing, lead-to-revenue processes, and the tracking of key metrics for ongoing optimization. Boost authority with valuable content. The buying process is largely driven by independent research.

Demand Generation 52

Demand Generation Sales Management Lead Generation Lead Ranking 52

DiscoverOrg

APRIL 17, 2019

The same is true for your B2B buyers. And they’re starting to differentiate between qualities and prices. When you’re talking about proactive engagement based on buyer intent, you’re NOT talking about product demos. Buyers at this point are just trying to educate themselves. No one is coming on site.

Intent Data 120

Intent Data Intent Top of Funnel Marketing & Strategy 120

The Lead Agency

FEBRUARY 8, 2023

This gives sales reps the opportunity to play a more consultative role, as opposed to sharing basic business and product information with prospective buyers. Buyers are unlikely to respond to cold outreach. Trend 3: The Growing Importance of Social Media in B2B Marketing More than 3.6

Work Management 62

Work Management Trends B2B Marketing Marketing Management 62

The Point

MARCH 29, 2017

A one-size-fits-all nurture strategy, without any attempt to personalize or segment copy or content based on persona, industry, or other key differentiators, means that any email communication will be ignored by a significant percentage of your nurture database. No segmentation. In B2B email, relevancy is absolutely crucial.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

Launch Marketing

AUGUST 28, 2019

Even if your product or service’s pricing may be higher or there may be features of your business that are less developed, amazing customer marketing that engages audiences and drives home your unique value proposition can be a huge differentiator edge in a crowded market. The Goal of Customer Marketing.

B2B Marketing 68

B2B Marketing Top of Funnel Paid Search Agency B2B 68

Kapost

DECEMBER 29, 2016

In 2017, digital marketing in the B2B space is the standard for any organization looking to actually connect with and influence customers at each step of the buyer journey. I believe this ratio has switched, with successful enterprises creating differentiated content and putting some advertising and promotion muscle behind it.”.

Top of Funnel 87

Top of Funnel Trends B2B Marketing Planning 87

PureB2B

JUNE 6, 2017

Customers can now make educated choices between competing brands, as information is literally at the tips of their fingers. A recent study found that by the year 2020, customer experience will take higher priority than price and product as the key brand differentiator. As a result, customers have higher expectations of brands.

Business 86

Business Touchpoints Customer Satisfaction Loyalty 86

Lead Liaison

APRIL 18, 2017

I gravitated towards the companies that educated me the most, the companies that really highlighted why they were unique, the companies that made me feel comfortable about the process and what would happen from our meeting to actually diving into the water. Their themes changed, but their core focus was on educating me.

Marketing Automation Services 49

Marketing Automation Services Marketing Automation Automation Enterprise Management 49

Adobe Experience Cloud Blog

MAY 10, 2013

In a Forrester report last year on content marketing being the new differentiation, I described the new interaction model of need-match-engage, where the buyers now initiate the interaction and spend a major part of their buyer journey doing their own research before calling in potential suppliers. Discover and Explore.

Enterprise Management 48

Enterprise Management Work Management Marketing Management Service 48

Everything Technology Marketing

JANUARY 1, 2011

2 – Focus on content marketing (content mapped to personas, buyer's journey, vertical, etc) Content marketing is going mainstream in 2011. And all other things being equal, an educated and motivated sales force and their consultative selling skills will be the ultimate differentiator.

Work Management 100

Work Management B2B Marketing Marketing Management Lead Scoring 100

Everything Technology Marketing

APRIL 8, 2010

In the “old days”, the mainstream marketing approach was to interrupt and engage prospects, educate them on the vendors offering and move them through the sale cycle towards a transaction – a very vendor and product centric approach. This has profound implications on marketing and the way companies engage with prospects.

Marketing Automation Services 100

Marketing Automation Services B2B Marketing Buying Cycle Lead Ranking 100

Everything Technology Marketing

MAY 24, 2010

B2B buyers are more sophisticated than ever. They educate themselves on the nature of their business problem, possible solution options, available vendors and products. Clearly presented, educating the reader along every step of their decision making process. What stages do your buyers go through? More on this later.

Work Management 100

Work Management Marketing Management Marketing Budget B2B Marketing 100

Unbounce

DECEMBER 10, 2019

Here at Unbounce, for example, we developed a free analyzer tool that offers insights on how you can optimize your landing pages: While an ebook or downloadable PDF can also help to educate visitors, what happens once they finish with that static piece of content?

Landing Pages 96

Landing Pages Top of Funnel Examples Paid Search Agency 96

The ABM Agency

JANUARY 8, 2021

Demographic data can include age, gender, job title, even education level. Additionally, targeting by industry can be effective in differentiating your business’ products or services from competitors and building greater brand awareness. . Intent data is a valuable tool employed by marketers at every stage of the funnel.

Paid Content 59

Paid Content Advertising Agencies Ideal Customer Profiles Marketing AI 59

Ledger Bennett

MAY 7, 2020

A marketing funnel is the journey that your audience goes on through their research, education, information and decision making process. It mirrors the buyer journey, sales intent levels, and all things between introduction to your brand up to conversion. So essentially they behave very similar in principle.

Top of Funnel 52

Top of Funnel Marketing Funnels Lead Ranking Marketing Qualified Leads 52